Building and communicating territorial brand values: The case of Destination British Columbia

Abstract

In today's interconnected world, effectively communicating territorial values is paramount for regions seeking to distinguish themselves globally. Effective destination branding requires carefully synthesizing cultural, historical, natural, and socioeconomic elements to create an enticing identity for tourists, investors, and locals. How a region communicates its unique attributes is crucial in shaping its perception and attractiveness in a highly competitive global market. British Columbia is a prime example of successful destination branding, thanks to its remarkable cultural diversity and breathtaking natural landscapes. BC has effectively conveyed its values and appeal to a worldwide audience through various innovative strategies and platforms. This paper explores BC's communication efforts through its website and social media, analyzing how it conveys its essence to a diverse audience and positions itself on the world stage. Ultimately, BC's success in this domain highlights the critical role of effective territorial value communication in today's globalized world.